เปรียบเทียบวิธี

	E-S-QUAL มาตรวัดคุณภาพการบริการอิเล็กทรอนิกส์	ดัชนีความพึงพอใจของลูกค้าอเมริกัน (ACSI)	มาตรวัดคุณภาพการบริการ SERVQUAL
สาขาวิชา	การจัดการการตลาด	การจัดการการตลาด	การจัดการการตลาด
ตระกูล	Process / pipeline	Process / pipeline	Process / pipeline
ปีกำเนิด	2005	1996	1988
ผู้ริเริ่ม	A. Parasuraman, Valerie A. Zeithaml, Anantharanthan Malhotra	Claes Fornell, Michael D. Johnson, Eugene W. Anderson, Jaesung Cha, Barbara E. Bryant	A. Parasuraman, Valerie A. Zeithaml, Leonard L. Berry
ประเภท	Multi-dimensional electronic service quality scale	Structural equation model for satisfaction and loyalty	Multi-dimensional service quality scale
แหล่งต้นตำรับ	Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). E-S-QUAL: A Multiple-Item Scale for Assessing Electronic Service Quality. Journal of Service Research, 7(3), 213-233.	Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., & Bryant, B. E. (1996). The American Customer Satisfaction Index: Nature, Purpose, and Findings. Journal of Marketing, 60(4), 7-18.	Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(1), 12-40.
ชื่อเรียกอื่น	E-S-QUAL, Online Service Quality Scale	ACSI, National Customer Satisfaction Index	Service Quality Instrument, Gap Model
ที่เกี่ยวข้อง	3	4	4
สรุป	E-S-QUAL is a 22-item scale developed by Parasuraman, Zeithaml, and Malhotra (2005) to measure service quality in electronic commerce and digital service environments. Adapting the foundational SERVQUAL dimensions to online contexts, E-S-QUAL assesses four core dimensions: Efficiency (ability to complete transactions quickly), Fulfillment (accurate order fulfillment and on-time delivery), System Availability (website uptime and technical performance), and Privacy (security of customer data and transactions). The scale captures both service delivery (how the website functions) and service recovery (how problems are handled).	The American Customer Satisfaction Index (ACSI), developed by Fornell and colleagues in 1996, is a structural equation modeling-based approach to measuring and predicting customer satisfaction across industries and over time. ACSI assesses customer expectations, perceived value, perceived quality, complaints, and loyalty in a unified framework. Since 1994, ACSI data has been collected quarterly on thousands of customers across diverse U.S. industries, making it a key economic indicator and benchmark for organizational performance.	SERVQUAL is a 22-item, multi-dimensional scale developed by Parasuraman, Zeithaml, and Berry in 1988 to measure consumer perceptions of service quality. It captures the gap between customer expectations and actual service performance across five core dimensions: Tangibles, Reliability, Responsiveness, Assurance, and Empathy. The instrument has become the most widely used tool for service quality assessment in marketing research and practice.